Kapil Gurav: CACTUS

Credits & Description:

Advertiser: KAPIL GURAV
Agency: BREATHING SPACE
Category: Cosmetics & Beauty, Toiletries & Pharmacy
Account Manager: Dipali Patel (Breathing Space)
Typographer: Mangesh Chalke (Breathing Space)
Chief Creative Officer: Uday Parkar (Breathing Space)
Creative Director: Uday Parkar (Breathing Space)
Illustrator: Uday Parkar (Breathing Space)
Account Supervisor: Urjita Parkar (Breathing Space)
Planner: Urjita Parkar (Breathing Space)
Advertiser's Supervisor: Kapil Gurav (Cactus Communications)
Executive Creative Director: Uday Parkar (Breathing Space)
Copywriter: Veynz Nayr (Breathing Space )
Art Director: Uday Parkar (Breathing Space)

Outcome
With its new distinct look, the client's column has become more popular with a significantincrease in readership.

Client Brief Or Objective
The client is a freelance journalist who writes regular columns in Indian newspapers such as'Pudhari', 'Lokmat' and 'Prahar'. He specializes in writing about the present state of affairs in thecountry in a witty and sarcastic way. Since he needed to have a distinct look for his column, hefelt the need to brand it by giving it an apt title and a visual representation of the same. However,before presenting himself in a new avatar to his readers, he wanted to use this branding on hisbusiness card and letterhead for the media industry to take notice.

Implementation
Since the client is well known for the witty and sarcastic way he presents harsh truths in hiscolumn, we came up with the concept of the 'pricky', 'talking' cactus.

Brief Explanation
The client has a loyal following, so getting them to read his articles wasn't the objective. The keyobjective was to get the attention of new readers. Not many people read a newspaper fully. Theyskim through pages and read only what catches their attention. In such a scenario, many missout on topics that they would have been interested in. The challenge here was to find a visualhook and a catchy title to attract their attention to the column.